NBC primetime May 24-30 skates to win; strong in key demos

Led this week by the season finale of “The Biggest Loser: Couples,” NBC averaged a 1.6 rating, 5 share in adults 18-49 and 4.7 million viewers overall for the week of May 24-30, according to in-home viewing figures from Nielsen Media Research.

NBC’s primetime performance was paced by the season finale of “The Biggest Loser: Couples,” which ranked #7 among all primetime programs for the week in adults 18-49, tied with ABC’s “Dancing with the Stars” results finale. NBC’s week was also bolstered by the season finale of “Parenthood,” which ranked #19 among all programs in adults 18-49, and by primetime wins on Saturday night, when NBC Sports’ telecast of the NHL Stanley Cup Final Game 1 scored the network’s top Saturday results since the Winter Olympics, and on Friday, when “Friday Night Lights” won its slot in adults 18-49 and other key measures and “Dateline” was the #1 show of the night on the major networks in adults 18-49, total viewers and other key measures.

The 28-night Nielsen May 2010 sweep concluded on Wednesday, May 26. Sweep averages in adults 18-49 are: Fox (3.0/9), ABC (2.5/8), CBS (2.4/7), NBC (1.9/6) and CW (0.9/3). In total viewers, the 28-night May sweep averages are CBS (10.2 million), ABC (8.5 million), Fox (8.4 million), NBC (5.7 million) and CW (1.8 million).Wednesday, May 26 also marked the conclusion of the traditional September-May broadcast season. NBC finished that season tied with ABC for #3 in adult 18-49 rating (each with a 2.7). NBC also tied ABC for #3 in adult 25-54 rating (each with a 3.2) and tied with ABC and CBS for #2 in adult 18-34 rating (2.2 each). In total viewers, NBC is up 5 percent versus last season (8.2 million vs. 7.8 million), the biggest gain among the major networks.

NBC highlights for the week of May 24-30* On Sunday, an encore telecast of the two-hour special “Saturday Night Live in the 2000s: Time and Again” was the #1 non-sports choice in the time period in adults 18-49, adults 18-34, adults 25-54 and other key demos, trailing only Fox’s primetime NASCAR Sprint Cup telecast.

* The Flyers-Blackhawks match-up gave NBC its top-scoring Saturday primetime since the Winter Olympics in February. Excluding Olympics, it was NBC’s best Saturday primetime performance since January 9 (the Eagles-Cowboys NFL Wildcard playoff game).

* “Friday Night Lights” ranked #1 among the major networks in its Friday time period in adults 18-49 and other key demographics.

* Also on Friday, “Dateline NBC” was the #1 major-network show of the night in adults 18-49, adults 25-54 and total viewers.

* On Tuesday, the finale of “The Biggest Loser: Couples” ranked #2 in adults 18-49 and other key demos in its highly competitive two-hour time period, behind only Fox’s “American Idol”-boosted line-up and ahead of CBS’s combination of “NCIS” and NCIS: LA” and ABC’s combination of a “Dancing with the Stars” encore and the first hour of the “Dancing” finale.

* This was the top-scoring “Biggest Loser” in adults 18-49 since January 19 and in total viewers since January 5. Week-to-week, “Loser” gained 26 percent in 18-49 and 20 percent in total viewers

* From its first half-hour to its fourth, “Biggest Loser: Couples” added 41 percent in 18-49 and 37 percent or more than 3.0 million persons in total viewers. For its second hour from 9-10 p.m. ET, “Biggest Loser: Couples” out-rated ABC’s “Dancing with the Stars” finale in adults 18-49 and most other key demographics. “Loser’s” margin over “Dancing” in adults 18-49 in the 9-10 p.m. hour was 26 percent.

* Also on Tuesday, “Parenthood” notched its biggest margin of victory to date in adults 18-49 versus a first-run episode of “Good Wife” – 30 percent. “Parenthood” has now out-rated all regular major-network competition in the time period in adults 18-49 for nine of the last ten weeks.

* “Parenthood” is a heavily time-shifted show, adding an average 32 percent to its 18-49 rating and more than 1.7 million total viewers when going from its “live plus same day” to its “live plus seven day” results.

* On Monday, “Law & Order” captured its highest 18-49 rating and total viewers result since March 1. Week-to-week, “Law & Order” was up 12 percent in adults 18-49 and up 28 percent or more than 1.7 million persons in total viewers.Ratings reflect “live plus same day” data unless otherwise noted. Season-to-date figures are averages of “live plus seven day” data except for the two most recent weeks, which are “live plus same day.”

Additional NBC highlights for the week of May 24-30: On Monday, May 24 from 8-10 p.m. ET, “Chuck” averaged a 1.8 rating, 5 share in adults 18-49 and 5.0 million viewers overall in a highly competitive time period that included such rival programming as CBS’s season finales for “Two and a Half Men” and “Big Bang Theory,” ABC’s final competition episode of “Dancing With the Stars” and Fox’s series finale of “24.”

Monday from 10-11 p.m. ET, “Law & Order” (1.9/5 in 18-49, 7.81 million viewers overall) captured its highest 18-49 rating and total-viewer result since March 1. Week-to-week, “Law & Order” was up 12 percent in adults 18-49 (1.9 vs. 1.7 from 9-11 p.m. on May 17) and up 28 percent or more than 1.7 million persons in total viewers (7.8 million vs. 6.1 million).

From its first half-hour to its second, “Law & Order” increased by 24 percent in adults 18-49 (to a 2.1/6 from a 1.7/5) and 12 percent in total viewers (8.3 million vs. 7.4 million) while competing programming on ABC and CBS was declining half-hour to half-hour in both categories. In the hour, “Law & Order” ranked #2 among the major networks in men 18-49 and men 25-54.

On Tuesday, May 25 from 8-10 p.m. ET, the finale of “The Biggest Loser: Couples” (3.9/11 in adults 18-49, 10.0 million viewers overall) ranked #2 in adults 18-49 in its highly competitive two-hour time period, behind only Fox’s “American Idol”-boosted line-up and ahead of CBS’s combination of “NCIS” and NCIS: LA” and ABC’s combination of a “Dancing with the Stars” encore and the first hour of the “Dancing” finale. “Biggest Loser” was also #2 among the major networks in adults, men and women 18-34, men and women 18-49 and women 25-54.

This was the top-scoring “Biggest Loser” in adults 18-49 since January 19 and in total viewers since January 5. Week-to-week, “Loser” gained 26 percent in 18-49 (3.9 vs. 3.1) and 20 percent in total viewers (10.0 million vs. 8.3 million).

From its first half-hour to its fourth, “Biggest Loser: Couples” added 41 percent in 18-49 (to a 4.5 rating from a 3.2) and 37 percent or more than 3.0 million persons in total viewers (to 11.4 million from 8.4 million).

For its second hour from 9-10 p.m. ET, “Biggest Loser: Couples” out-rated the first hour of ABC’s “Dancing with the Stars” finale head to head in adults 18-49 and most other key demographics: adults, men and women 18-34, men and women 18-49 and adults and men 25-54. “Loser’s” margin over “Dancing” in adults 18-49 in the 9-10 p.m. hour was 26 percent (4.4 vs. 3.5).

In full-duration program ratings, the 8-10 p.m. “Loser” telecast tied ABC’s 9-11 p.m. “Dancing” in adults 18-49 and topped “Dancing” in adults, men and women 18-34 and men 18-49, though “Loser” aired in a lower-viewership time period against tougher competition.

Tuesday from 10-11 p.m. ET, “Parenthood” (2.6/7 in 18-49, 6.0 million viewers overall) ranked #2 among the major networks in adults 18-49, behind only the special competition of the concluding hour of ABC’s “Dancing with the Stars” finale and ahead of CBS’s “The Good Wife.”

“Parenthood” notched its biggest margin of victory to date in adults 18-49 versus a first-run episode of “Good Wife” – 30 percent (with a 2.6 vs. 2.0). “Parenthood” has now out-rated all regular major-network competition in the time period in adults 18-49 for nine of the last ten weeks. It’s also worth noting that “Parenthood” has added an average 32 percent to its 18-49 rating and more than 1.7 million total viewers when going from its “live plus same day” to its “live plus seven day” results.

On Wednesday, May 26 from 8-10 p.m. ET, an encore telecast of “Minute To Win It” averaged a 0.9/3 in adults 18-49 and 3.0 million viewers overall versus competition that included the season finale of Fox’s “American Idol.”

Wednesday at 10 p.m. ET, a rebroadcast of “Law & Order: Special Victims Unit” averaged a 1.1/3 in 18-49 and 3.9 million viewers overall. From its first half-hour to its second, the “SVU” encore increased by 30 percent in adults 18-49 (to a 1.3 from a 1.0) and 15 percent in total viewers (to 4.2 million from 3.6 million).

On Thursday, May 27 at 8 p.m. ET, a rebroadcast of “Community” delivered a 0.8/3 in 18-49 and 2.8 million viewers overall. From 8:30-9 p.m., “100 Questions” (0.8/3 in 18-49, 2.5 million viewers overall) retained 100 percent of its 18-49 lead-in.

Thursday from 9-9:31 p.m. ET, an encore telecast of “The Office” (1.3/4 in 18-49, 2.9 million viewers overall) built on its lead-in by 63 percent in adults 18-49. “The Office” rebroadcast ranked #2 among the major networks in the time period in adults, men and women 18-34 behind only the premiere of “So You Think You Can Dance” on Fox. From 9:31-10 p.m. ET, a rebroadcast of “30 Rock” (1.2/4 in 18-49, 2.8 million viewers overall) ranked #2 among the major networks in adults, men and women 18-34, behind only Fox’s “So You Think You Can Dance.”

Thursday from 10-10:31 p.m. ET, an encore telecast of “The Office” (1.2/4 in 18-49, 2.6 million viewers overall) ranked #2 among the major networks in adults 18-49 and tied for #1 in adults, men and women 18-34. From 10:31-11 p.m., a rebroadcast of “Parks and Recreation” (1.1/3 in 18-49, 2.3 million viewers overall) ranked #2 in adults 18-49 and #1 among the major networks in adults and men 18-34.

On Friday, May 28 from 8-9 p.m. ET, “Friday Night Lights” (1.0/4 in adults 18-49, 3.5 million viewers overall) ranked #1 among the major networks in adults 18-49, adults 18-34 and all key adult-male demographics.

Friday from 9-11 p.m. ET, “Dateline NBC” (1.2/4 in 18-49, 5.1 million viewers overall) ranked #1 among the major networks in the slot in adults 18-49, adults 25-54 and other key demographics, as well as in total viewers. “Dateline NBC” was the #1 major-network show Friday night in adults 18-49, adults 25-54 and total viewers.

NBC ranked #1 among the major networks in primetime Friday in adults 18-49, adults 18-34, adults 25-54, total viewers and other key measures.

On Saturday, May 29 from 8-11 p.m. ET, NBC Sports coverage of the Philadelphia Flyers-Chicago Blackhawks Stanley Cup Final Game 1 averaged a 1.7/7 in adults 18-49 and 4.4 million viewers overall. NBC ranked #1 among the major networks in primetime in adults 18-49, adults 18-34 and adults 25-54, in all key adult-male demographics – men 18-34, 18-49, 25-54 – as well as in teens 12-17 and in total viewers.

This was NBC’s top-scoring Saturday in adults 18-49 and total viewers since February 27, during the Vancouver Winter Olympics. Excluding Olympics, it was NBC’s best Saturday primetime performance since the Eagles-Cowboys NFL Wildcard playoff game on January 9.

This year’s Stanley Cup Final Game 1 telecast matched last year’s Game 1 in adults 18-49 (a 1.7/7 for the Pittsburgh Penguins-Detroit Red Wings on Saturday, May 30, 2009). In total viewers, this year’s Game 1 telecast was up 2 percent in total viewers (4.428 million vs. 4.359 million).

On Sunday, May 30 from 7-8 p.m. ET, “Dateline NBC” averaged a 0.6/3 in 18-49 and 2.8 million viewers overall.

Sunday from 9-11 p.m. ET, an encore telecast of the special “Saturday Night Live in the 2000s: Time and Again” (1.5/5 in 18-49, 4.1 million viewers overall) was the #1 non-sports choice in the time period in adults 18-49, adults 18-34, adults 25-54 and other key demos, trailing only Fox’s primetime NASCAR Sprint Cup telecast.

From its first half-hour to its fourth, the “SNL” special increased by 55 percent in 18-49 rating (to a 1.7/6 from a 1.1/4) and by 39 percent or more than 1.3 million persons in total viewers (to 4.7 million from 3.4 million).